This study investigated five different website domains to identify the critical quality characteristics in each domain. The website domains investigated include e-commerce, e-banking, education, hospitality & tourism, and health websites. The quality characteristics critical in each of the domains were identified based on conceptual content analysis of existing literature. A five Likert-type questionnaire was developed to measure the degree of importance of the quality characteristics in each of the five domains based on academics and website developers/webcasters’ views. The study reveals the key quality characteristics in each specific domain and those common across the five domains. The study results will be useful to website developers and quality evaluators and academicians in focusing on the need-to-include quality characteristics that impact the overall website quality of the domain of interest.

Keywords : Website, Quality, Characteristic, Key, Identify, Factor.